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研究生:侯柏安
研究生(外文):Bo-an Hou
論文名稱:網路消費者再購意願之研究
論文名稱(外文):A STUDY OF ON--LINE CONSUMERS'' INTENTION TO RETURN
指導教授:郭東昇郭東昇引用關係
指導教授(外文):Tung-sheng Kuo
學位類別:碩士
校院名稱:南華大學
系所名稱:企業管理系管理科學碩博士班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:84
中文關鍵詞:分量迴歸網路消費者再購意願
外文關鍵詞:intention to returnquantile regressiononline consumer
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  隨著消費者使用網路購物風氣盛行,對消費者而言是一種便利購物的管道。而網路商店如何滿足消費者需求與慾望,維持與舊有顧客的關係,促使消費者再次使用網路購物,已成為研究和實務上的重要課題。因此,本研究透過知覺購物樂趣、互動性、信任、促銷活動與知覺有用性等五個構面,來了解哪些變項會影響網路購物者的再購意願。本研究以南部有使用過網路購物經驗的民眾為抽樣母體,其採便利抽樣方式發放問卷。並應用分量迴歸法,以有網路購物經驗的消費者為對象,實證檢驗台灣消費者使用網路購物網站,在不同再購意願分量下影響消費者再購意願的因素。
 
  實證結果顯示(1)知覺購物樂趣對再購意願低的情況下,知覺購物樂趣對再購意願的影響程度有增加的趨勢,而再購意願高的情況下,則有稍稍下降趨勢。(2)互動性對再購意願高的情況下,呈現顯著為負的影響。本研究嘗試使用互動性平方項,其結果呈曲線關係。(3)在信任方面,不管再購意願高低的情況下,信任對再購意願並無直接影響。(4)在促銷活動方面,促銷活動對再購意願高情況下,稍微有遞增的影響。(5)而知覺有用性對再購意願高的影響程度,則呈現遞增的趨勢。
  More consumers use the atmosphere of shopping on the internet, it is a convenient shopping channel. The online stores need to meet consumer demand and the desire to maintain the old relationship between the intention
to return. Therefore, this study goes through the perceived shopping enjoyment, trust, sales promotion, interactivity and Perceived Usefulness, five dimensions, in order to know which variables will affect the network of the intention to return. This research uses the southern online shopping experience for the parent sample, the sampling method adopted to facilitate the issuance of questionnaires. And component quantile regression method
used in order to consider consumers who have online shopping experience,and empirical testing the intention to return given to different purchases.
 
  The results showed that (1) Perceived shopping enjoyment on low intention to return: That will be increasing trend, during periods of high intention to return, will reduce the trend. (2) This study attempts to square the use of interactive, the results showed the relationship between curve. (3) No matter how in high-or low- intention to return, that trust have no direct impact to return. (4) Promotional activities: Intention to return further heighten the impact of promotional. (5) Perceived Usefulness: Perceive Usefulness further heightens the impact of purchase.
中文摘要.........................................i
英文摘要........................................ii
目 錄..........................................iii
表 目 錄.......................................vii
圖 目 錄......................................viii
 
第一章 緒論..................................... 1
1.1 研究背景與動機.............................. 1
1.2 研究目的.................................... 3
1.3 研究流程.................................... 4
 
第二章 文獻探討................................. 6
2.1 再購意願.................................... 6
2.2 知覺購物樂趣............................... 10
2.3 互動性..................................... 15
2.4 信任....................................... 19
2.5 促銷活動................................... 23
2.6 知覺有用性................................. 26
 
第三章 研究設計................................ 30
3.1 研究架構................................... 30
3.2 研究假設................................... 31
3.2.1 知覺購物樂趣對再購意願................... 31
3.2.2 互動性對再購意願......................... 31
3.2.3 信任對再購意願........................... 32
3.2.4 促銷活動對再購意願....................... 33
3.2.5 知覺有用性對再購意願..................... 34
3.3 操作型定義................................. 34
3.4 研究設計................................... 36
3.4.1 問卷設計................................. 36
3.4.2 問卷施測................................. 37
3.5 研究方法與工具............................. 38
3.5.1 敘述性統計............................... 39
3.5.2 信度與效度檢定........................... 39
3.5.3 分量迴歸................................. 39
 
第四章 實證分析與結果.......................... 43
4.1 敘述性統計分析............................. 43
4.2 消費者使用網路購物之敘述性統計分析......... 45
4.3 信度與效度分析............................. 47
4.3.1 因素分析................................. 47
4.3.2 信度分析................................. 48
4.4 實證結果分析............................... 49
4.4.1 知覺購物樂趣與再購意願................... 49
4.4.2 互動性、互動性平方項與再購意願........... 50
4.4.3 信任與再購意願........................... 52
4.4.5 促銷活動與再購意願....................... 53
4.4.6 知覺有用性與再購意願..................... 54
4.4.6 小結..................................... 55
 
第五章 結論與建議.............................. 56
5.1 研究結論................................... 56
5.1.1 知覺購物樂趣對再購意願之影響............. 56
5.1.2 互動性對再購意願之影響................... 56
5.1.3 信任對再購意願之影響..................... 57
5.1.4 促銷活動對再購意願之影響................. 57
5.1.5 知覺有用性對再購意願之影響................57
5.2 管理意涵................................... 58
5.2.1 消費者知覺樂趣、有用性與促銷活動將提升再購意願... 58
5.2.2 重視消費者信任與互動性之影響再購意願............. 59
5.3 研究貢獻........................................... 60
5.4 研究限制........................................... 60
5.5 未來研究建議....................................... 61
 
參考文獻............................................... 62
一、中文部份........................................... 62
二、英文部分........................................... 64
 
附錄一 正式問卷........................................ 81
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